Abstract

Abstract According to empirical research, the most regular consumers of art are well‐to‐do, well‐educated members of the social elite who, as a socio‐demographic group, would not be expected to exhibit ethnocentric tendencies. Yet, curators of arts institutions and art critics have long been concerned that ethnocentrism does exist amongst visitors to museums and art galleries. This paper reports the findings of a study that investigated the ethnocentric tendencies of arts audiences in Hungary (where, allegedly, individuals are more inclined to exhibit ethnocentric bias) and England (where the opposite is said to be true). The research examined whether ethnocentrism significantly impacted upon perceptions of artworks from (i) a visitor's own country, (ii) a culturally similar and (iii) a culturally dissimilar country. Intentions to attend art exhibitions featuring artists from these countries were then explored. The empirical analysis confirmed that individuals who exhibited ethnocentric tendencies did in fact overvalue the quality of artworks from their home country. Moreover, ethnocentrism within the Hungarian (but not the English) sample had a significant impact on intentions to visit particular types of exhibition. Copyright © 2006 John Wiley & Sons, Ltd.

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